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Essay / Research Paper Abstract
This 7-page paper discusses Starbucks and its strategy in China. Bibliography lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: AS43_MTchistrbk.rtf
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Unformatted sample text from the term paper:
go to Starbucks? What are their expectations? Quality coffee. Persona number one will go to a Starbucks because she genuinely likes the
coffee. This was the reason behind Starbucks founding in 1971; to open a store that would sell roasted, whole-bean coffees (Stanley, 2002). By 1981, the company had a roasting plant
and four retail stores that sold the coffees (Stanley, 2002). These days, people go to Starbucks because they like the roasts and the
flavor. Starbucks is not, by far, the best coffee in the world. But thanks to well-crafted advertising and branding (not to mention various and creative coffee-based drinks, Starbucks has been
able to carve its niche as a quality coffee seller. Coffee house atmosphere. In 1983, then-Starbucks marketing manager Howard Schultz traveled
to Italy and while there, found two things: Espresso and the coffee shop atmosphere (Stanley, 2002). He ultimately brought both back to the United States, and eventually, the experience found
its way into the Starbucks retail culture. These days, persona two is going to a Starbucks to kick back, enjoy his favorite
coffee drink, and perhaps work on a presentation on his laptop, or read a good book. Or he may decide to have a meeting with a client there. The basics
behind the Starbucks retail outlets is a customer can dawdle as long as he wants; unlike a restaurant, hes not shooed away as soon as the meal has ended. In
the end, many more people will likely go to a Starbucks for its atmosphere, comfort and friendly baristas then they might go for the quality of the coffee.
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